CRAFTY Silhillians are going back to basics and reaching for the sewing machine - and it all seems to be thanks to the success of television programme The Great British Sewing Bee.
In the five shopping days since the new BBC show has aired, haberdashery sales at John Lewis, including the branch in Touchwood, have apparently gone through the roof.
Following the programmes launch last Tuesday evening, John Lewiss haberdashery department saw its strongest sales for 2013 on the Wednesday, Thursday and Friday.
Last Wednesday alone saw sales of haberdashery at John Lewis increase by 24 per cent.
Sales of the bias binding tape maker, which featured on the programme, were also up a staggering 230 per cent, compared to the previous week.
Sales of sewing machines and dress making fabric have also soared at the department store in the past week.
And with further programmes featuring patterns for men and women's clothing due to be aired, sales of men's patterns, dressmaking models, zips and fastenings are also expected to rise.
"We've been really pleased with the reaction of our customers to the Great British Sewing Bee. There's no doubt interest in sewing has increased since the programme started," Becky Fellows, haberdashery manager at John Lewis Solihull said.
"It's great to the see the people of Solihull catching the crafting bug."
Vanessa Bowerman, haberdashery buyer at John Lewis added there is also an increasing number of younger people taking an interest in needlework.
"Our haberdashery departments have been buzzing following the first week of the Great British Sewing Bee and its looking likely that this will do for sewing what the Great British Bake Off did for baking and encourage a whole new generation to pick up a needle and thread and get crafty," she said.